Hair, Joseph F. creator Hair, Joseph F. Celsi, Mary Wolfinbarger Oritinau, David J. Bush, Robert P. text bibliography nyu New York, NY McGraw-Hill/Irwin c2013 2013 3rd ed. monographic eng

print

xviii, 414 p. : ill. ; 26 cm. "Essentials of Marketing Research" concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. "Essentials of Marketing Research" gives students a strong command of market research principles, while being short enough to use alongside cases or projects. The online book link https://www.amazon.com/Essentials-Marketing-Research-Wolfinbarger-Ortinau/dp/0071318372/ref=sr_1_1?dchild=1&keywords=9780071318372&qid=1628763115&s=books&sr=1-1 Joseph F. Hair, Jr, Mary Wolfinbarger Celsi, David J. Oritinau and Robert P. Bush. Includes bibliographical references and indexes. Marketing research Cir./658.83/H127/2013 978-0-07-131837-2 2012019098 120511 20250826104053.0 17294601